Chipotle has partnered with 16-year-old content creator Salish Matter on a limited-time Kid's Meal, marking the first time the chain has attached a custom creator order to its kids' menu and its youngest digital menu collaborator to date, Marketing Dive reports.
The order, a kid's cheese quesadilla with white rice, black beans, and guacamole, plus kid's chips and chocolate milk, is available exclusively through Chipotle's app and website through September 4 and is featured on menu boards at Los Angeles-area restaurants. Matter is promoting the meal to her followers on Instagram.
The launch comes with a sweepstakes attached. Fans who post their order on Instagram with the hashtag #SalishxChipotle can enter to win the "Ultimate Chipotle Creator Experience": five winners will receive a trip to Los Angeles to meet Matter and create content alongside her, plus a merchandise bundle from Chipotle and Sincerely Yours, the tween-focused skincare brand she co-founded.
Matter makes family-friendly content with her father, Jordan Matter, whose YouTube channel counts more than 37 million followers, and she had already featured Chipotle organically in her videos before the partnership came together. Stephanie Perdue, Chipotle's senior vice president of brand marketing, said authenticity is what matters when connecting with Gen Alpha, a cohort that discovers brands through creators it already follows.
The numbers behind the strategy help explain the push: 91% of surveyed parents say their Gen Alpha children influence the family's brand preferences, with teen girls especially likely to steer purchase decisions. Matter joins a roster of past Chipotle menu collaborators that includes Shawn Mendes, Miley Cyrus, and NBA players Josh Hart and Mikal Bridges.
Founded in Denver in 1993, Chipotle has leaned heavily on digital ordering and creator partnerships in recent years, using celebrity go-to orders as a recurring device to drive app engagement. The Salish Matter collaboration extends that playbook to the youngest slice of its customer base.